FEATURE / CUTE CARDS
Teddy-nomics
In the world of Cute
the Teddy Bear is
king. And one of Bear necessities
the cutest, most
Total 3rd generation bears sold to date = 73,675
successful bears of
(over average of 26 days)*
all time is Carte
Total value of sales to date: £756,672.00*
3D Plush sales are increasing with more 3G Plush
Blanche’s Tatty Teddy.
being sold now than
Now there’s a new
version in town so GT
3G Plush
atty Teddy bestrides the Cute
caught up with two
The launch was supported by a consumer
T
landscape like, well, a giant,
retailers to see how
competition at: www.winmetoyou.com
Customers were directed to a competition website
cute, furry bear. Since its
the launch has gone
for a chance to win one of 100, 36” limited edition
launch in 1987 it has clocked
personalised bears.
up an impressive $800m of
global retail sales.
stock instore, which is working well and the Competition entries = 24,518!
Carte Blanche Greetings (CBG) old style bear is still selling. Greater focus has been put on the handmade
launched the new 3rd Generation (3G) Tatty “We have received new PoS which is element of Tatty Teddy with each sewn-in tag
Teddy back in May and has been enjoying very effective and includes a good mix of featuring ‘Handmade with love from Me to You’
signifi cant sales success (see panel). items including shelf liners, mobile, window
Following the success of the fi rst Me to You sign and posters. I think as we receive more
TV commercial, CBG has subtly refreshed and more of the new style bears we will see
the look of Tatty Teddy to mirror the bear a much greater effect.
used in the TV animation. Our Carte Blanche Greetings reps are
“Our new Tatty Teddy is a hugely good and will help us manage this through.
exciting development in the history of Me There has been absolutely no resistance to
to You,” explains brand manager, Caroline the £9.99 price point and customers are very
Weaver. “His fresh new fabric is softer and happy to pay a premium for any Me to You
more tactile, with a longer, charmingly product.”
scruffy feel. His high-shine nose has had a
gentle shape change, to give him an even Julie Hearyside
more loveable expression.” Celebrations – Kendalndal
CBG has supported the 3G launch with
a variety of in-store promotions and display “The new launch has been very positive,ery y positive,
options for all sizes of retail operation. the customers were surprised at d aat fi rst of thersst t oof the
change but very interested in the new bearn n the neeww bbear.
Retail reaction I haven’t seen a sales lift yet but this mayt but thhiss mmaay
Michael Wilkinson be due to old and new bears sitting sidesitttingg side
Occasions – Spennymoore by side and I may try separating the twotit ng thhe two
displays now Fathers day has as fi n nished.isshed.
“The New Tatty Teddy product is fantastic “I’ve only had one delivery since the ryy sinccee the
and has been very well received. I think it launch and with a big one coming in I think ming iin I think
was the right time for a new fresh look and it will have more of an impact. I have a 8-10 ct. I haavee a 8-10
nearly all our customers like it. There have ft display in my store.
only been one or two negative comments The bears with age, occasion and relation ion and relatioonn
from the more seasoned collectors but captions are our best sellers and the price and the pricee
the overall reaction from customers and points under £10. “We received the ved the
collectors has been very positive. window poster, mobile etc but Iutt I
“The 9” bear is more attractive and has think it would have been better totterr too
been selling well as a result. The captions emphasise NEW more stronglyglglyy..
have been the best sellers especially the There have been no problemsmss
Sister bear. The rollover of stock was good at all with the increased priceee
as we ran out of some lines ready for the point to £9.99. The old stockkk
launch. It is diffi cult to measure the overall still at £8.99 means that it
success as we are still waiting on some new continues to sell through.
lines and running low on stocks as a result. “Overall the new launch has
“We are currently merchandising the been great but it is still earlyy
new and old stock separately, I have a 10ft days and I am looking forwardarrdd
display in one store and an 8ft display in the to seeing what the long termm
other. We currently have a 2ft drop of new benefi ts will be.”
www.greetingstoday.co.uk 39
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